VP, Growth Marketing

Later is the world’s most intelligent influencer marketing company, built to give brands the confidence to create unforgettable campaigns. By combining real creator relationships, trusted intelligence, and expert guidance, Later removes fear and guesswork from one of marketing’s most visible investments. Built on a native, AI-powered platform and more than a decade of proprietary data—including billions of social interactions, impressions, and $2.4B+ in verified influencer-driven purchases—Later helps teams understand what will work before they launch. By combining trusted insight with expert guidance, Later removes guesswork from influencer marketing, enabling brands to choose the right creators, execute fully managed campaigns, and drive meaningful growth across awareness, engagement, and revenue. Trusted by leading enterprise brands including Nike, Wayfair, Unilever, and Southwest Airlines, Later bridges creativity and performance so campaigns don’t just look good—they deliver results. Learn more at later.com. About this position: We're looking for a VP of Growth Marketing to own the marketing to revenue generation engine. This is a player-coach role: you'll lead a team of 12+ product marketers, marketing channel experts, and growth marketers, owning product marketing for both our brand and creator audiences and, on the growth side, paid media, SEO/AEO, email and in-app lifecycle, CRO and web, and ABM. You'll also carry work yourself, building the model, writing the brief, reading the attribution, and stepping directly into a channel when it needs a senior operator. You'll own the growth marketing budget and be accountable for driving measurable action across the full customer journey, acquisition, retention, expansion, and reactivation, and for pipeline, signups, and revenue across all three lines of business (Later Influence, Later Social, and Creator/Affiliate). You'll partner closely with Sales, Product, Product Marketing, RevOps, and Web, and you'll have regular exposure to executive leadership. This role is ideally a hybrid position with 3 days in office in our Boston or New York hubs, but remote applicants are considered. What you'll be doing: Growth strategy and ownership • Own Later's growth marketing strategy end to end, connecting product marketing, demand generation, and lifecycle into one plan tied to pipeline and revenue targets. • Own and allocate the growth marketing budget across channels, defending investment decisions with clear efficiency, payback math, and investment increase recommendations. • Work with your Growth Marketing Managers to establish and refine the goals, KPIs, and reporting frameworks the function is measured on, and make the tradeoffs visible to senior leadership and executive teams. • Refine and build net new differentiated growth motions for each line of business, recognizing that enterprise SLG, self-serve social signups, and creator acquisition do not respond to the same playbook. • Set the annual and quarterly planning rhythm for the team, and connect it to the broader marketing calendar. Team leadership • Lead, coach, and develop a team of roughly a dozen marketers across three groups: product marketing, digital marketing channel experts, and growth marketers. • Set clear ownership and success criteria for each person so channel specialists and segment-facing marketers pull in the same direction. • Raise the technical bar of the team on measurement, experimentation, and marketing technology. • Make thoughtful hiring and structure decisions as the org evolves, including new roles. • Create a culture of testing and learning where a failed experiment with a clean read is treated as a win. • Make AI a working part of how the team operates, setting the standard for where it accelerates research, campaign analysis, and lifecycle personalization, and where it doesn't, so the team ships more efficiently without lowering the bar. • Work as a player-coach: own a channel or program directly when the team has a gap, and stay current enough in the tools that your feedback is specific rather than directional. Channel and campaign execution • Direct paid media strategy across paid social, paid search, video, and display, holding the team accountable to efficiency targets. • Guide SEO and AEO strategy as search shifts toward AI answer engines, protecting and growing Later's organic visibility. • Own strategy across email and in-app for both brand and creator audiences, driving signup to paid conversion, activation, and retention. • Drive conversion rate optimization and web strategy in partnership with Web and Product, treating later.com as a performance surface rather than a brochure. • Partner with the ABM and enterprise marketers to optimize existing and build net-new account-based programs that Sales actually uses, with a clean handoff and a shared definition of a qualified lead. • Partner with the creator sales team to optimize existing and build net-new ABM motions for mid to top tier creators • Ensure brand and product marketing work reinforces demand rather than running parallel to it. Measurement and experimentation • Own attribution and marketing measurement in partnership with RevOps and MarketingOps, and continuously improve the accuracy of multi-channel impact. • Lead a quarterly testing roadmap tied to specific business metrics, with documented hypotheses, test design, and results. • Go deep on campaign and ad group performance while also summarizing clearly for an executive audience. • Ensure data flows cleanly between CRM, marketing automation, and analytics tools so decisions rest on numbers the team trusts. • Optimize our always on conversion funnel for each line of business. Proactively identify and close gaps in the funnel. Cross-functional partnership • Partner with Sales and RevOps on pipeline targets, lead quality, routing, and a seamless handoff process. • Work with Product and Product Marketing so